Smarter Pricing: How to capture more value in your market

When they bundle, I’ll be different

As competitors provide bundles, it may be smart to move in the opposite direction. Publishers are selling downloadable book chapters individually to match business school course requirements. New value is created by breaking up products previously seen as integrated. Most public relations firms charge fees in the form of a monthly retainer. According to George Mannes (2005), writing in Fast Company, new agency PayPerClip bases its charges on a rate for each successful press cutting. Payment by results distinguished PayPerClip from rivals and 32 clients signed up between June and December 2004. Some customers may prefer to construct their own tailored offering from a series of priced menu options. The supplying ...